RAWALPINDI: A comprehensive report prepared by United Nations World Tourism Organization (UNWTO) experts has recommended that the Pakistan Tourism Development Corporation (PTDC) should be transformed into a National Tourism Authority at the federal level in order to make tourism conditions better in the country.
According to details, a UNWTO workshop was held in January this year due to efforts made by the PTDC Managing Director (MD), Chaudhary Abdul Ghafoor Khan.
UNWTO experts, Harry Huang and George Drakeop attended the workshop and reviewed the current situation of tourism in Pakistan. They have prepared a comprehensive report containing
all the facts and figures which says that tourism opportunities in Pakistan are not less than any other country of the world, however, Pakistan could not achieve a place in global tourism due to a plethora of factors.
The report states that the main reason for the lack of proper development in the tourism sector is the nonexistence of proper advertising and non-participation of the concerned Pakistani authorities in global tourism events. This is causing a negative impression of Pakistan across the world.
In the past, the sector was never included in the government’s main priorities and under the 18th constitutional amendment, the Tourism Ministry’s transition to provinces had badly affected the performance of an effective institution like PTDC.
Although provincial organizations are playing their role in promoting domestic tourism in their areas of jurisdiction, the projection abroad should be under a federal umbrella through which the tour operators and provincial organizations are able to participant in international events and represent the country.
The report appreciated the PTDC MD’s vision for the promotion and development of tourism in the country and strongly recommended that PTDC should be transformed into a National Tourism Authority.
The report further added that the Pakistani government should provide financial assistance to PTDC for publicity and promotions enabling the authority to promote tourism sites at international level, as well as, representing Pakistan with the participation of private sector tourism organizations in international tourism exhibitions.
“Public-Private partnership for the promotion of tourism by infrastructure development is essential,” the report stated.